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Electronic Arts Sees Increase
In Revenue From 'Dynamic' Ads

By

Nick Wingfield

Updated Nov. 30, 2006 12:01 a.m. ET

Electronic Arts Inc. expects to see a big boost during the holidays from in-game advertising in the latest version of its Need for Speed racing game, in a positive sign for a potentially significant new source of revenue for the games business.

Jeff Brown, an EA spokesman, said the Redwood City, Calif., company, the world's largest games publisher by sales, estimates it will bring in between $4 million and $5 million in advertising...